Marketing

Marketing offers a good and balanced use of my analytical and creative abilities. My marketing career spans over 20 years in the healthcare, wealth management financial services and not-for-profit sectors.

I enjoy the challenge of learning new products, assessing the results of market research and gathering customer insights – all with the aim of developing innovative marketing strategies and programmes that enable business development and produce positive return on investment.

As Senior Advisor, Content Marketing at McKesson Canada, I worked with the Integrated Healthcare Solutions team to lead the transformation from a transaction-focused approach for business development to an engagement-first, content marketing strategy.

As a result, more than 100 business leads were generated from a B2B direct communication program over a 12-month period. In addition, we achieved an 85% acceptance rate thought leadership submissions on current issues for high-profile industry events and publications.

As Director, Corporate Branding at Standard Life, I worked with the company’s international marketing team to create the company’s global brand and new visual identity.

In Canada, I led the integrated corporate brand strategy and advertising campaign that doubled brand awareness and increased purchase consideration by 13% and supported business development . All of this significantly impacted public, client and employee engagement that supported the company’s commercial and social investment programs.

As an independent marketing consultant, The Salvation Army, Québec Division mandated me to define a marketing strategy and communication plan to increase public awareness, re-engage an donors and increase the number and value of donations.

Within 12 months of implementing the new marketing strategy, there was a 10% increase in donations.